What He Wants
Stop raiding your girlfriend’s beauty stash for SK-II skincare. The brand has a line for men now.
Godfrey Gao at the campaign shoot
Yes, that's right. The Japanese skincare specialist has finally created and launched a male skincare range.
Simply named SK-II Men, it's a newly formulated line and not a repackaging of the brand's products for women.
After all, men's skin is physiologically different from women's. It tends to be thicker, rougher and oilier, which means that it is more susceptible to clogged pores, breakouts and signs of ageing.
"SK-II's extensive research has allowed us to gain a profound understanding of the key properties that affect men's skin and how they can be addressed to bring men closer to realising vibrant clear skin," explains Dr Kukizo Miyamoto, a principal scientist from Proctor & Gamble (P&G) Beauty, Japan. (P&G is the parent company of SK-II.)
Combining its findings with an understanding of men's skin, SK-II has managed to pinpoint five critical aspects that affect how the skin looks. These include texture, radiance, spot control, wrinkle resilience and firmness.
The new SK-II facial treatment essence comes in two sizes — 75ml and 150ml.
The SK-II Men facial treatment essence promises to be a star product, with more than 90 per cent Pitera, the brand's proprietary ingredient. Working in sync with a cocktail of vitamins, amino acids, minerals and organic acids, Pitera delivers a wide range of benefits to the skin. It is touted to improve on the five aspects identified by SK-II, as well as kickstart skin cell renewal. Also available under the line is a moisturiser and facial cleanser.
Still apprehensive about giving SK-II Men a try? The face for its advertising campaign might change your mind: Taiwanese heartthrob Godfrey Gao fronts the campaign. If the young looker - he is 28 - needs a little help in keeping his skin youthful and blemish-free, surely SK-II Men could benefit you.